News & Views

Branding – Science or just a personal view?

Posted by Owen Hughes on 9 July 2015 | 3 Comments

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I was reading an article written by the CEO of Fospha this morning in which he quite rightly explained that it is no longer acceptable to send our broad messages to a wide audience and expect a large take up. He then went on to explain that their latest analytic tools gather 1500 pieces of dynamic information each day as opposed to the current 15 static pieces tools like Google produce. This is all very impressive and certainly shouldn’t be overlooked.
However, this message feels as though it is a bit of a broken record. We have been working with clients for nearly fifteen years to ensure they have highly targeted activity and messaging, all built on high quality research and information. Fospha are right in that modern technology allows us to gather more information that is a great deal more accurate and that can only enhance the marketing effort. But there are two points that we must take into consideration;
1. It is all well and good having all this information, but what are we going to do with it? A business must know what the information means and how they need to act on it.
2. It is too easy to focus on digital marketing activity alone, but this is only one area of the marketing mix and run as stand alone activity will deliver a lower level of ROI against a fully integrated marketing campaign, that uses on and off line activity working together.
We definitely agree that all business should be analysing all their marketing activity, there is no such thing as unmeasurable marketing now, however, we also believe that it is important to really understand your customer and look at other channels of activity that will help raise awareness and capture their imagination.
The science behind marketing is increasing and technology is facilitating this development, so it is becoming a science, but a science that is driven by people, both those who are targeted and those doing the targeting.

I read a great article this morning that breaks down some of the myths behind the big corporate brands and why their logos have been designed in the way they have.

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Apple – How good are they?

Posted by Owen Hughes on 9 July 2015 | 2 Comments

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I was reading an article written by the CEO of Fospha this morning in which he quite rightly explained that it is no longer acceptable to send our broad messages to a wide audience and expect a large take up. He then went on to explain that their latest analytic tools gather 1500 pieces of dynamic information each day as opposed to the current 15 static pieces tools like Google produce. This is all very impressive and certainly shouldn’t be overlooked.
However, this message feels as though it is a bit of a broken record. We have been working with clients for nearly fifteen years to ensure they have highly targeted activity and messaging, all built on high quality research and information. Fospha are right in that modern technology allows us to gather more information that is a great deal more accurate and that can only enhance the marketing effort. But there are two points that we must take into consideration;
1. It is all well and good having all this information, but what are we going to do with it? A business must know what the information means and how they need to act on it.
2. It is too easy to focus on digital marketing activity alone, but this is only one area of the marketing mix and run as stand alone activity will deliver a lower level of ROI against a fully integrated marketing campaign, that uses on and off line activity working together.
We definitely agree that all business should be analysing all their marketing activity, there is no such thing as unmeasurable marketing now, however, we also believe that it is important to really understand your customer and look at other channels of activity that will help raise awareness and capture their imagination.
The science behind marketing is increasing and technology is facilitating this development, so it is becoming a science, but a science that is driven by people, both those who are targeted and those doing the targeting.

There has been much said in the media this week about Apple, that they have reached their peak and that their popularity is waning with their competitors making huge steps to bring products to the market that are not just technically advanced but also aesthetically pleasing to users, something that is important to most people.

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Relationships and CRM

Posted by Owen Hughes on 7 July 2015 | 1 Comments

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I was reading an article written by the CEO of Fospha this morning in which he quite rightly explained that it is no longer acceptable to send our broad messages to a wide audience and expect a large take up. He then went on to explain that their latest analytic tools gather 1500 pieces of dynamic information each day as opposed to the current 15 static pieces tools like Google produce. This is all very impressive and certainly shouldn’t be overlooked.
However, this message feels as though it is a bit of a broken record. We have been working with clients for nearly fifteen years to ensure they have highly targeted activity and messaging, all built on high quality research and information. Fospha are right in that modern technology allows us to gather more information that is a great deal more accurate and that can only enhance the marketing effort. But there are two points that we must take into consideration;
1. It is all well and good having all this information, but what are we going to do with it? A business must know what the information means and how they need to act on it.
2. It is too easy to focus on digital marketing activity alone, but this is only one area of the marketing mix and run as stand alone activity will deliver a lower level of ROI against a fully integrated marketing campaign, that uses on and off line activity working together.
We definitely agree that all business should be analysing all their marketing activity, there is no such thing as unmeasurable marketing now, however, we also believe that it is important to really understand your customer and look at other channels of activity that will help raise awareness and capture their imagination.
The science behind marketing is increasing and technology is facilitating this development, so it is becoming a science, but a science that is driven by people, both those who are targeted and those doing the targeting.

With the latest news out that Amazon is launching a one day promotion to its Prime members in an attempt to rival Black Friday, there is more to this story than first meets the eye. It is a theme that I have been talking about for many years, one that is now regularly discussed  in marketing as well as business and technology circles, that of relationship management or CRM.

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A week of nothing, or is it all about content?

Posted by Owen Hughes on 3 July 2015 | 1 Comments

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I was reading an article written by the CEO of Fospha this morning in which he quite rightly explained that it is no longer acceptable to send our broad messages to a wide audience and expect a large take up. He then went on to explain that their latest analytic tools gather 1500 pieces of dynamic information each day as opposed to the current 15 static pieces tools like Google produce. This is all very impressive and certainly shouldn’t be overlooked.
However, this message feels as though it is a bit of a broken record. We have been working with clients for nearly fifteen years to ensure they have highly targeted activity and messaging, all built on high quality research and information. Fospha are right in that modern technology allows us to gather more information that is a great deal more accurate and that can only enhance the marketing effort. But there are two points that we must take into consideration;
1. It is all well and good having all this information, but what are we going to do with it? A business must know what the information means and how they need to act on it.
2. It is too easy to focus on digital marketing activity alone, but this is only one area of the marketing mix and run as stand alone activity will deliver a lower level of ROI against a fully integrated marketing campaign, that uses on and off line activity working together.
We definitely agree that all business should be analysing all their marketing activity, there is no such thing as unmeasurable marketing now, however, we also believe that it is important to really understand your customer and look at other channels of activity that will help raise awareness and capture their imagination.
The science behind marketing is increasing and technology is facilitating this development, so it is becoming a science, but a science that is driven by people, both those who are targeted and those doing the targeting.

In a week that has been dominated by the terrible events in Tunisia and the economic woes of Greece, main stream and business media have been struggling for news stories, there’s a surprise. 

1 comments | Read the full post

Digital - Is it really that important?

Posted by Owen Hughes on 24 June 2015 | 3 Comments

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I was reading an article written by the CEO of Fospha this morning in which he quite rightly explained that it is no longer acceptable to send our broad messages to a wide audience and expect a large take up. He then went on to explain that their latest analytic tools gather 1500 pieces of dynamic information each day as opposed to the current 15 static pieces tools like Google produce. This is all very impressive and certainly shouldn’t be overlooked.
However, this message feels as though it is a bit of a broken record. We have been working with clients for nearly fifteen years to ensure they have highly targeted activity and messaging, all built on high quality research and information. Fospha are right in that modern technology allows us to gather more information that is a great deal more accurate and that can only enhance the marketing effort. But there are two points that we must take into consideration;
1. It is all well and good having all this information, but what are we going to do with it? A business must know what the information means and how they need to act on it.
2. It is too easy to focus on digital marketing activity alone, but this is only one area of the marketing mix and run as stand alone activity will deliver a lower level of ROI against a fully integrated marketing campaign, that uses on and off line activity working together.
We definitely agree that all business should be analysing all their marketing activity, there is no such thing as unmeasurable marketing now, however, we also believe that it is important to really understand your customer and look at other channels of activity that will help raise awareness and capture their imagination.
The science behind marketing is increasing and technology is facilitating this development, so it is becoming a science, but a science that is driven by people, both those who are targeted and those doing the targeting.

Tim Berners Lee has recently stared in a spook video showing what the world would be like now if there was no internet. The one thing that struck me, is the immediacy of life would be lost. Before the internet, we used to plan, waiting for responses, not expecting everything to happen now. Since the internet, if we can’t get the result we want within a matter of minutes if not seconds, we get frustrated. Imagine not being able to connect to friends to play games, or not being able to Skype relatives abroad or do you shopping online…

3 comments | Read the full post

Scientific Marketing – An Oxymoron or not?

Posted by Owen Hughes on 27 May 2015 | 4 Comments

I was reading an article written by the CEO of Fospha this morning in which he quite rightly explained that it is no longer acceptable to send our broad messages to a wide audience and expect a large take up. He then went on to explain that their latest analytic tools gather 1500 pieces of dynamic information each day as opposed to the current 15 static pieces tools like Google produce. This is all very impressive and certainly shouldn’t be overlooked.
However, this message feels as though it is a bit of a broken record. We have been working with clients for nearly fifteen years to ensure they have highly targeted activity and messaging, all built on high quality research and information. Fospha are right in that modern technology allows us to gather more information that is a great deal more accurate and that can only enhance the marketing effort. But there are two points that we must take into consideration;
1. It is all well and good having all this information, but what are we going to do with it? A business must know what the information means and how they need to act on it.
2. It is too easy to focus on digital marketing activity alone, but this is only one area of the marketing mix and run as stand alone activity will deliver a lower level of ROI against a fully integrated marketing campaign, that uses on and off line activity working together.
We definitely agree that all business should be analysing all their marketing activity, there is no such thing as unmeasurable marketing now, however, we also believe that it is important to really understand your customer and look at other channels of activity that will help raise awareness and capture their imagination.
The science behind marketing is increasing and technology is facilitating this development, so it is becoming a science, but a science that is driven by people, both those who are targeted and those doing the targeting.

I was reading an article written by the CEO of Fospha this morning in which he quite rightly explained that it is no longer acceptable to send our broad messages to a wide audience and expect a large take up. He then went on to explain that their latest analytic tools gather 1500 pieces of dynamic information each day as opposed to the current 15 static pieces tools like Google produce. This is all very impressive and certainly shouldn’t be overlooked.

4 comments | Read the full post

Is Technology Fighting Itself?

Posted by Owen Hughes on 19 May 2015 | 2 Comments

Over the last few days there has been the normal smattering of media coverage about Google, email marketing and social media, how good it all is and how much it can add to your marketing. One observation is that at long last it seems the marketing world has woken up to the fact that all business activity has to have a tangible value and deliver an ROI, finally.

2 comments | Read the full post

What's the value to your logo?

Posted by Owen Hughes on 8 May 2015 | 4 Comments

We talk to many clients about their brand, sometimes we are told “I want to change my brand, it is out of date” or “I saw this logo and thinks ours could be better”, in both these cases as well as almost every case the client needs to confirm what they want to achieve by changing or updating their brand.

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Key Trends 2015: How to optimise your video content marketing

Posted by Charlotte Flitney on 20 March 2015 | 2 Comments

 

It’s no secret that video is one of the most highly engaging mediums to use when aiming to engage with your followers. The power of video marketing has seen a huge increase, especially over the last year with over 70% of B2B and B2C companies choosing to invest large parts of their marketing budgets into generating video content. But are they doing it right? 
Following on from our Key Trends 2015 series <link> we have looked at how you can successfully make video content marketing an engaging part of your 2015 content strategy. 
Communications Channels 
So, before you even begin to consider what content is going to go into your videos, you need to consider how you are going to let your audience view these. Some businesses have a hub for video uploads on their websites; however, this has its downsides. If your videos are on your website and you are pushing them out through your business’ social media channels, you are potentially missing a large demographic. 
YouTube receives over 800 million views a day and is a great opportunity to get your videos seen by a much wider audience. But, if you choose to do this setting up a fully optimised YouTube channel is highly important. A YouTube channel for businesses can go much further beyond filling in the profile details. YouTube allows you to brand your channel with your business’ corporate colours and logo, and even link to your other social media profiles. 
Video Content Strategy 
Once you have the platforms to communicate your videos, now the content strategy has to be spot on. Your videos shouldn’t just be copies of your advertisements (if applicable to your business). There is huge potential for your business to showcase its knowledge within its market and start to build an online reputation. 
Depending upon the nature of your business, there is a vast range of different opportunities for video content. From ‘how-to’ videos, to interviews with staff, to footage from events, the opportunities are endless, but you need to decide what content is best suited to your business. 
It doesn’t stop when the video does… 
Whilst the videos are highly engaging on their own, you also have the potential to go much further beyond just pushing out videos. Always have a call to action at the end of every video telling the customer what you want them to do now. Whether it is to visit your website, get in touch with you, share theirown experiences, the list goes on! Drive engagement that bit further by encouraging further contact with potential markets. 
Tip: You can also highlight your intended calls to actions further with the YouTube annotations function! 
Additionally, simply uploading videos straight onto YouTube will not automatically mean you get hundreds of views. Videos listed on YouTube work the same as your website being listed on Google. SEO plays a huge part in what searches your videos show up in and by adding video tags in the upload process on YouTube you can maximise the viewing of your videos. 
Cross-promotion is also an option to further drive your videos on YouTube. Either by using the annotation function or actually including it within your video content you can direct viewers to other videos by your business if they liked the one they have just watched. 
Monitor! 
As we’ve highlighted all throughout our Key Trends 2015 articles, monitoring and measuring and success of your activity is paramount. If your activity is not getting your business the results it wants, or needs, the activity should be adapted until it does, so as not to waste efforts of your staff and your business’ financial resources. 
If you find that your most popular videos are ‘how-to’ guides then this should be factored in to your on-going video content strategy. However, if the content of your videos doesn’t appear to be gaining much traction, perhaps consider trying a different approach to what you are aiming to articulate across to your audiences. 
Let us know about your experiences with video content marketing, we’d love to hear from you! Or if you want some advice in how to get the most from your video, let us know.

It’s no secret that video is one of the most highly engaging mediums to use when aiming to engage with your followers. The power of video marketing has seen a huge increase, especially over the last year with over 70% of B2B and B2C companies choosing to invest large parts of their marketing budgets into generating video content. But are they doing it right? 

2 comments | Read the full post

We're Changing!

Posted by Eyes Wide Open on 17 February 2015 | 10 Comments

...And we think you'll like it!

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